Comments on: there’s a brand strategy for that http://deniseleeyohn.com/bites/2009/12/07/theres-a-brand-strategy-for-that/ stuff for your brain to chew on Thu, 02 Feb 2012 20:37:28 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: perception is at&t's reality | denise lee yohn: brand as business bites™ http://deniseleeyohn.com/bites/2009/12/07/theres-a-brand-strategy-for-that/comment-page-1/#comment-11339 perception is at&t's reality | denise lee yohn: brand as business bites™ Mon, 14 Dec 2009 19:06:38 +0000 http://deniseleeyohn.com/bites/?p=2751#comment-11339 [...] again I find myself writing a post triggered by a New York Times article on the mobile category.  Last Monday it was about the different strategies brands are taking with their mobile application offerings.  [...] [...] again I find myself writing a post triggered by a New York Times article on the mobile category.  Last Monday it was about the different strategies brands are taking with their mobile application offerings.  [...]

]]> By: denise lee yohn http://deniseleeyohn.com/bites/2009/12/07/theres-a-brand-strategy-for-that/comment-page-1/#comment-11305 denise lee yohn Sun, 13 Dec 2009 18:46:57 +0000 http://deniseleeyohn.com/bites/?p=2751#comment-11305 thanks for the thoughts, jonathan -- i was referring to brands as editors in the way that they select from a range of products or services the choices they want to offer to you -- as such, they are delivering a real value not only in narrowing down the choices but also in perhaps introducing new choices i wouldn't have found/considered on my own. i agree the value of brands editing social media "conversations" is far more limited. thanks for the thoughts, jonathan — i was referring to brands as editors in the way that they select from a range of products or services the choices they want to offer to you — as such, they are delivering a real value not only in narrowing down the choices but also in perhaps introducing new choices i wouldn’t have found/considered on my own. i agree the value of brands editing social media “conversations” is far more limited.

]]> By: Jonathan Salem Baskin http://deniseleeyohn.com/bites/2009/12/07/theres-a-brand-strategy-for-that/comment-page-1/#comment-11118 Jonathan Salem Baskin Wed, 09 Dec 2009 15:12:49 +0000 http://deniseleeyohn.com/bites/?p=2751#comment-11118 Denise, I couldn't agree with you more, and I wish I had said it as well as you did! I struggle with the concept of brands as curators or publishers, though, because it still seems rather inert, like they're editing and overseeing conversation vs. focusing on the actions that you define as central to true differentiation, and then using conversation to narrate it. Apple and RIM have "conversations" with their customers that have nothing to do with any of the pretenses of conversation promoted by social media theorists. Their dialogs occur in objectively real behaviors, and actions are the language of conversation. There are certainly important lessons for other brands to learn from this...most notably that the key to adaptive corporate strategy isn't to look at what your brand stands for (or what position it supposedly owns, or what attributes it declares, whether cool or not), but rather to focus on what the business DOES. Denise, I couldn’t agree with you more, and I wish I had said it as well as you did!

I struggle with the concept of brands as curators or publishers, though, because it still seems rather inert, like they’re editing and overseeing conversation vs. focusing on the actions that you define as central to true differentiation, and then using conversation to narrate it.

Apple and RIM have “conversations” with their customers that have nothing to do with any of the pretenses of conversation promoted by social media theorists. Their dialogs occur in objectively real behaviors, and actions are the language of conversation. There are certainly important lessons for other brands to learn from this…most notably that the key to adaptive corporate strategy isn’t to look at what your brand stands for (or what position it supposedly owns, or what attributes it declares, whether cool or not), but rather to focus on what the business DOES.

]]> By: Ray Hartjen http://deniseleeyohn.com/bites/2009/12/07/theres-a-brand-strategy-for-that/comment-page-1/#comment-11049 Ray Hartjen Mon, 07 Dec 2009 21:40:58 +0000 http://deniseleeyohn.com/bites/?p=2751#comment-11049 Another spot-on post, my friend. Differentiation is key, but is also bears remembering it must be relevant differentiation - something customers want/need and are willing to pay for. Flexibility, agility, and the ability to adapt - thorough and swift decision making - are all characteristics of high-performing organizations, be it a business, a CBO, an athletic team, whatever. The mobile handset and app race is interesting. Oddly, i have two of the three you highlighted. Maybe Santa will surprise me with an Android device :) Another spot-on post, my friend. Differentiation is key, but is also bears remembering it must be relevant differentiation – something customers want/need and are willing to pay for. Flexibility, agility, and the ability to adapt – thorough and swift decision making – are all characteristics of high-performing organizations, be it a business, a CBO, an athletic team, whatever.

The mobile handset and app race is interesting. Oddly, i have two of the three you highlighted. Maybe Santa will surprise me with an Android device :)

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